Raffles Hotels & Resorts Unveils New Global Brand Campaign Celebrating Its World-Renowned Butler Service

Raffles Hotels & Resorts is proud to reveal ‘The Butler Did It,’ the newest campaign from the luxury hospitality brand. The project, which brings together exceptional creative talent, celebrates the brand’s legendary Butler Service and its role in creating an inspiring and unexpected guest experience.

Under the creative direction of Trey Laird, and shot by photographer Dylan Don, the images feature designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu as quintessential Raffles guests while legendary model Tim Easton stars as the Butler. Rabensteiner also styled the campaign, which conveys a distinctive fashion-forward touch, and is set against the backdrop of Raffles Singapore, the brand’s flagship property known for its Butler Service since its opening in 1887. The statement-making initiative centres around the ability of Raffles butlers to anticipate guests' every need, and how before they even think to ask… ‘The Butler Did It’. The campaign will launch globally across print, digital video, digital display, and paid social.

With a vibrant aesthetic and sense of wit that is inherent to the Raffles brand, this bold campaign celebrates the hallmarks of the Raffles experience, including the ways our Butlers create magic at every turn. Through the lens of fashion and art, this talented team of creatives have captured the unexpected and inspiring interactions our guests enjoy while staying with us. While ‘The Butler Did It’ is often the answer to ‘whodunits’ throughout history, our campaign depicts the Butler as the hero of any occasion, no matter now unconventional. We hope our guests will now join us in saying ‘The Butler Did It’ when experiencing a surprising moment of delight with Raffles. Omer Acar, CEO, Raffles Hotels & Resorts.

As the brand grows globally, with recent debuts in Jaipur, London, Boston, Doha, and Bahrain, the new international campaign invites guests to enter Raffles’ world of elegance and enchanted glamour. Through ‘The Butler Did It’ the brand is focusing on one of the most significant parts of its guest experience. Trey Laird, the force behind some of the most innovative campaigns for many of the world’s iconic fashion and lifestyle brands, brings his recognisable sense of intelligence and style.

Raffles is a heritage brand, but it delivers a modern guest experience that is full of warmth, with a playfulness and sense of whimsy. This was the spirit I wanted to evoke through ‘The Butler Did It,’ allowing guests to imagine how a stay at Raffles might exceed their wildest dreams. I’m grateful to the incredible creative talent that, through a shared passion for exceptional hospitality and culture in all its forms, brought this campaign to life in a way that is unique and distinct to Raffles. Trey Laird, Founder of TeamLaird.